Akio Hasegawa's interview series "Don't work seriously!! (tentative title) Vol.03 Yuuki Souma Part 2"

長谷川昭雄の対談連載まじめに働いてんじゃねーよ!!(仮) Vol.03 相馬夕輝後編

2025.7.19

Edit：Ryo Komuta

This is a serial project in which fashion director and stylist Akio Hasegawa has serious conversations with experts from various fields about their work. Following on from the last time, his partner is Yuuki Soma, director of the food and beverage department of "D&DEPARTMENT PROJECT" and the company that pre-opened the online members-only supermarket "Table to Farm" last fall.

PROFILE

Akio Hasegawa

Fashion director and stylist. He has been involved in the production of the British magazine "MONOCLE" since its launch and built the foundation for its fashion pages. In 2014, he became the magazine's fashion director. He served as the fashion director of the magazine "POPEYE" from 2012 to the fall of 2018. In 2019, he will launch the fashion web magazine "AH.H" in collaboration with Houyhnhnm, and in 2023, "CAHLUMN" and "andreM hoffwann".

Yuuki Soma

Born in Shiga Prefecture. As the director of the "Tsuduku wo Taberu Club" food and beverage division of "D&DEPARTMENT PROJECT," he travels around Japan to develop menus that utilize local ingredients and food culture, and also plans events. In 2024, he published his first book, "Tsuduku wo Taberu Shokudo," which summarizes his activities in the food industry. On July 25, 2025, he launched the online membership supermarket "Table to Farm."

We had a casual conversation about food at the CAHLUMN STORE in Ochanomizu, the base of the brand CAHLUMN, which Hasegawa directs.

Hasegawa

How do you feel about actually starting Table to Farm ?

Soma

We are hoping to officially open and launch on Friday, July 25th, so it is still in the pre-launch stage. Therefore, from July onwards, we will set a limit on the number of members and start accepting applications, while keeping an eye on production volume.

Hasegawa

It's interesting that there are so many different ways to purchase.

Houyhnhnm

We offer a variety of options, including "urgent purchase" for immediate delivery, or "one-time delivery," "delivery every two weeks," or "delivery every four weeks" with deliveries every two weeks.

Soma

Basically, we hope that customers will make regular purchases. If customers make a habit of buying eggs once every two weeks or once a month, producers will be able to predict the amount of regular orders. This allows them to have a stable income and make stable production plans, so we are very grateful.

Hasegawa

I see.

Photo_Ayumi Mineoka

Soma

However, more is not always better, and if demand suddenly increases, it can end up causing a strain. I've seen producers who made advance investments because they knew this was coming, and ended up going bankrupt, so it's best for demand to continue to increase gradually. In that sense, a lot of people are now using the "urgent purchase" service.

Houyhnhnm

I see. The waiting time can be fun, but if you want to try it right away, it's better to do it early. I guess it depends on the circumstances of the kitchen.

Soma

Also, we now have a system where we ask customers once every two weeks when the next delivery will be. This way, they can feel like, "Okay, please get this and that at the same time."

Hasegawa

It’s certainly fun to be able to choose how you buy things.

Soma

As I mentioned earlier, we would like to increase the number of people purchasing our products every two weeks. For example, if demand for a certain product increases and production cannot keep up, we will prioritize delivery to regular customers.

Hasegawa

There was a time when I received salt every two weeks (laughs).

Soma

At first, everyone had the same accident (laughs). There were some people who were like, "We just keep getting more and more natto" (laughs).

Houyhnhnm

It's written on the website, but we'll just have to spread the word as we go along.

Soma

Yes. We are sorting out those things during the pre-launch period.

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